Open Access

Timo Brandt, Jochen SträhleORCiD

• Purpose: This paper is to show what sustainable fashion is and how it has developed in recent years. Also the paper discusses which factors are important in order to be sustainable. Above all, it's about customers who show a lot interest in sustainable fashion. Child labor, working conditions, poor quality and poisonous substances are stricty rejected by these consumers. Amazingly, fashion companies that repeatedly hit the headlines with bad properties are very successful. It's about the sustainable oxymoron, the act and want of the consumer. Findings: It is difficult to be sustainable. The reasons for that are the consumption, not much transparency in textile chains, fast fashion and much more. It's almost impossible for a product to achieve the 100 percent sustainability. On one hand the consumers want to have sustainable products, on the other hand they purchase for newness and cheap clothes. It has become clear that they buy in a conflict.